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Senior Living Marketers: 7 Tips for Improving Your Web Content Baby boomers have a lifetime of experience figuring out what they want and how to get it — and that’s not stopping now. This generation is aging (heard of the gray wave?), and they’re starting to look for senior living options. They want to know what types of independent living and assisted living housing will meet their needs. But will these baby boomers find you online? And if they do, will your content make an impact?

Reaching Seniors With Effective Content Marketing

emerson essays online As a senior living marketer, you’ve got a tricky market. Because you don’t have just one demanding audience — you have two.

click On the one hand, you’re marketing to retirees. On the other, you’re marketing to their caregivers. You’ve got to resonate with two distinct audiences through one content marketing strategy. Not exactly an easy job, right?

follow Content is powerful. When used correctly, it can crush marketing goals. Content marketing rakes in conversion rates 6 times higher than other traditional marketing methods. Yes, you read that right!

enter site Consider these content tips for marketing to seniors and caregivers:

1. Be empathetic to their life situations

go site Don’t assume all retirees are living it up with luxurious brunches and world travel. Pew Research found that only 51% of current retirees retired because they wanted to. Retirement can be a touchy subject, so approach it with care in your content.

watch However, many retirees report that their retirement turned out to be “very satisfying.” Could moving to a senior living facility be one reason? Connect the dots and show this to your audience.

2. Use plain language and avoid hashtags

stereotypes essay titles on pride Trendy terms, popular acronyms and slang could turn off older adults. Ditch the #TBT, #IMO and #SMH and stick to clear, concise language. You can still be clever and memorable in your senior living marketing without using #jargon.

3. Convenience is key

can you buy viagra over the counter at walmart First, is your content findable? You invest plenty of time and effort to create compelling content. Make sure it reaches its audience potential.

source url Next, ask yourself:

  • Is your content cluttered and buried deep within your site?
  • Can your audience quickly skim a page to understand your message?
  • Is your website easy to navigate with a clear path to your goal? Older adults deserve a streamlined web experience. (As do we all!) If your pages have high bounce rates and website goals are down, take a deeper look through a content audit.

4. Focus on life stage marketing

conjuguer verbe essayer passe compose Baby boomers are experiencing big life changes. We’re talking retirement, the birth of grandchildren, health changes or moving to a retirement community. And often, their children may be helping them navigate these waters.

ielts opinion essay format Your job as a senior living marketer is to reach your audience where they are in life. For example, create content that helps seniors adjust to retirement life — and helps their children understand what they’re going through.

grundlagenermittlung beispiel essay Offer empathy, support and advice through your content marketing. This approach will not only increase brand awareness, but build a trusting relationship with your market.

5. Spotlight your benefits and differentiators

source Your market is competitive. Show why seniors should turn to your organization. Answer the WIIFM question: What’s in it for me?

can somebody write my essay For example, in your senior living marketing, don’t just brag about your quality wellness center. Explain how the wellness center improves the lives of residents. Even better: Provide a quote from a resident on the benefits.

6. Don’t sound like a salesperson

click Ads are everywhere. In 1984, a person saw an average of 2,000 ads per day. By 2014, they saw around 5,000.

here Seniors are used to being sold to. But they’re savvy. More than 615 million devices now have ad-blocking software.

hades homework help Content marketing should provide value without being intrusive. Make your site a breath of fresh air in an ad-overloaded world. Don’t turn your content into a sales pitch, because they’ll tune you out. Read our blog post on the difference between content marketing and straight-up sales.

7. Follow a fact-checking review process

essay contests for teens It’s scary how much “fake news” is out there, especially surrounding health topics. The last thing you want is to mislead your audience. The consequences can rip apart your reputation and crush brand loyalty.

female viagra samples Instead, use only the most credible sources for your content. Take time to fact check and review every piece of content before publication. Even better — consider partnering with a content agency that takes fact-checking seriously. Seniors and their adult children need content that’s findable, that resonates and that improves their lives.

iew the elegant essay Whether your senior living marketing needs an overhaul or you want to produce more but don’t have time: we’re here for you. Reach out today to see how we can help.

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About Haley Hite

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Haley has more than seven years of experience in digital marketing and web copywriting. Having worked on both the agency side and the hospital side, Haley specializes in content marketing, search engine optimization, and healthcare marketing. Outside of work, Haley enjoys riding the world’s best rollercoasters in Sandusky, Ohio, getting outside for a run, baking, and spending time with her husband, daughter, and two cats. You can learn more about Haley and see her portfolio at